Designer Spotlight- Mike Hollenbeck AIFD

Mike has been in the floral industry for more than 30 years and currently owns and operates Floral Artistry LLC in Lewiston, Idaho.  As a Freelance designer he enjoys creating, sharing and teaching with some of the best designers in the world.  

 For the past five years he has had the privilege of helping create the magic of The Rose Bowl Parade and creating floral displays at the Los Angeles County Fair.   He has served as president of the NWAIFD chapter, the National Board of Directors for AIFD, the finance and career development committees, Also he was the stage manager for Symposium “Imagine” 2011, and was the lead designer for the lobby décor at “Caliente” in Miami 2012, and co-presented Gender Factor, a main stage program at Symposium in Chicago 20014. 

How did you get into the floral industry  (what were you doing prior)? Was there a defining point along the way that shaped you as a designer?

I started delivering flowers in the right before Easter my senior year of high school.  I then joined the USMC.  While attended college I continued as transportation director part time.  One day the head (only) designer went on a walk about.  The owner could not find any trained help.  I offered to learn after hours if he was willing to teach.  In addition to his excellent mentorship, I attended every education program at the wholesale houses that I could.  I read and tried to duplicate the designs in every floral publication I could lay my hands on. That was the beginning of my floral design career. 

The first defining point that shaped me as a designer happened at a program in Spokane WA. at Spokane Community College.  There were 3 designer presenting panel style.  I remember one designer that could braid, twist and manipulate foliage into the most amazing geometrical shapes.  His tropical creations were the most amazing things I had ever seen in person.  I sat in the audience and visualized being on stage presenting floral art one day.  I attended Phil Rulloda's advance class of floral design and with his encouragement I have realized that dream.  He has since become a friend and mentor to this day. 

The second defining point quite simply was becoming AIFD.  It is difficult for those outside the organization to understand the relationships that becomes more like family; people with the same passion for expressing beauty in the world through the expression of floral design.

The third defining point was meeting and working with Jim Hynd AIFD.  His guidance and leadership while working at the Fiesta Parade Float Co.  for the Rose Bowl Parade and at the L.A. County Fair have helped me refine my design and management skills.

What has been the best advice you’ve been given?

The best advice I have been given was actually in 8th grade.  A teacher told the class that if you find something that you are good at and that you enjoy doing, and someone is willing to pay you, then you will most likely find success.  There are hundreds of men and women at the paper mill in our valley. The make a good living however, they hate their job and most likely live an unhappy life.  Find your gift, then give it away. Do what you love!!!

What advice would you give to someone looking at the floral industry as a career choice? 

The advice I most often give someone looking at the floral industry as a career is …. are you crazy????  Seriously, if you want to work endless hours, spend 8 to15 hours on your feet,  eat cold hamburgers, drink warm sodas, work most holidays and…. enjoy every second of everyday sharing the passion of human emotion, then this is the job is for you!  I can think of no other more intrinsically rewarding occupation in the world. 

 Tell us about your design process. Do you visualize a concept first, or does the concept come together as
You work on it?

My design process is based entirely on emotion. I let the intrinsic nature of my gift guide my process.  Stating that, conceptualization depends on the occasion.  Weddings require me to see through the eyes of the bride.  Sympathy designs require me to honor the deceased through the eyes of their loved ones left behind.  I create the concept with the ideas and feeling of my clients, then add passion, creativity and artistry.

How do you recharge creatively?  What is your  ‘go-to’ place or source of inspiration outside the floral world?

 I have several hobbies and interests outside the floral world that recharge my creativity.  My first passion is karate. I am a 3rd degree black belt instructor, self-defense and MMA coach.  I also officiate sports.  I umpire ASA softball at the local, regional and national level.  I just completed my 3rd national fast pitch tournament.  I also referee high school basketball, football and softball. 

 How has your work evolved since you began in the industry?  

I stay current on all the new trends and techniques.  I always look for better more efficient ways of designing floral bouquets and flowers to wear.  I think that a professional floral designer should consider his or her work as continuously evolving.  I always look for new and creative ways to implement our design styles.  For example, I use cold glue to add flowers to most all my corsage work.  We used to wire and tape everything.  With all the choices our customers have I want Floral Artistry to be on the cutting edge, a leader in style and floral fashion.  Education is the key.  Attend seminars, workshops, AIFD National and Regional symposiums, go to programs at your local wholesaler, attend classes at one of the many AIFD education partners.  There are many chances to continue growing….. I think that once one thinks he has learned everything, at that point he knows nothing.

What new corsage trends do you see emerging  in your area, and which ones are on the way out ?  

Locally at Floral Artistry we have had great success with the creation of  floral jewelry and accessories not just corsages and boutonnieres.  The more unique the better.  We have great success with all the Fitz Products from wristlets to sparkles and lights.  Multiple items are on the prom/homecoming menu.  We offer floral crowns and hair pieces to accessorize the dress.  This is a hot trend!!

P.S. To all the floral designers that read this…please burn all your underwear elastic wristlets.  I discontinued them 6 years ago along with tulle, fake leaves and BB.  Just my humble opinion no offense intended.  Strive to stay current.  You do not wear the same clothes that you had 20+ years ago, so do not expect your clients to want the same old corsages that their mothers bought when they were in high school.

In the next few months many orders will be placed  for Homecoming, Winter Formals and  of course, Prom.  Many times they are placed by customers who have never been inside a flower shop before, much less order a corsage or boutonniere…
What do you think is a common  misconception  these customers have about their floral piece and/or their florist?

One of the most common misconception that customers have about ordering their floral piece is that we just go into the back room and pull out a corsage like making a fast food hamburger.  We need to help the consumer understand that each and every order is custom made and unique.  It takes time, education, and creative talent.  We are professionals, trust our advice on colors and styles.  

 How about a common misconception  florists have about these new customers?

I think a common misconception a florist has about new customers is that they do not know very much about what they are looking for.  The new generations is tech savvy.  They are educated and on trend.  Do not assume they want what their mom wanted.  Do not assume they do not have money.  Teenagers spend over 3 billion dollars a year on prom/homecoming etc.  Take your share by being visual on social media.  Educate your shop on how to do this. Fitz offers free online webinars on how to improve your sales and design techniques.  Take advantage of these opportunities.

Favorite flower  variety or new product you’re obsessed with right now? 

I like designing with color and texture so I like Floragene carnations, fuzzy green dianthus and hydrangea for basing.  I also love the vast selection of orchids and gladiolus that are available on the market right now. 

If you were asked to provide a floral accessory to be worn  on the red carpet, what would it be? (and who would wear it?)

I'm going to pass on this question…. I live in the real would, so I would provide anything to anybody that wanted and appreciated my artistic floral creations.  Money talks…. :)
Final thoughts for our readers?

If you want to contact me for any reason, feel free to email me.  My email is MikeHollenbeckAIFD@Gmail.com or Mike@FloralArtistry.com 
I would love to hear from you.  

Mike Hollenbeck

Floral Artistry

1008 Main St.

  Lewiston

ID 83501

Many thanks to Mike for being a part of the Designer Spotlight Series and sharing all his amazing designs!
If you have a question or just want to say hello, please comment below.

Designer Spotlight: Tricia Upshaw

How did you get into the floral industry  (what were you doing prior)? Was there a defining point along the way that shaped you as a designer? 

 I became a designer at the age of 16. (I wanted to be a delivery driver thinking it would be fun) Little did I know that designing flowers would  became my passion.

The owner of the small shop I worked at saw talent in me that I didn't realize I had. My turning point was when I started working at Shirley's Flowers in Rogers, AR. Jo Buttram (owner) is always educating the staff and we attend as many floral conventions as we can throughout the year. When I became an AMF (Arkansas Master Florist) I realized there was so much more to learn.

What has been the best advice you’ve been given?
  Always be open to learning. No matter how much you think you know, there is always more to learn.

What advice would you give to someone looking at the floral industry as a career choice?

 Be prepared to work hard and spend many late nights working, but it is so rewarding when you see the wonderful smile on someone's face when you hand them flowers that was made just for them.

Tell us about your design process. Do you visualize a concept first, or does the concept come together as You work on it.?  

I think we all have times that we visualize a concept, but then there are those days that you just can't see past your nose and we just start designing and then the vision comes.

How do you recharge creatively?  What is your  ‘go-to’ place or source of inspiration outside the floral world?  

 I love to take long walks and see the beauty in nature. There are so many wonderful ideas you can get just by looking at a tree or looking across a pond or a small river bank.

 How has your work evolved since you began in the industry?

  Our corsage work has changed so much in just the last few years. From using those elastic bands to now using decorative wire bracelets and diamond or pearl  keepsake bracelets.  

What new corsage trends do you see emerging  in your area, and which ones are on the way out ?   

 Bling bracelets, feathers, lots of jewels in all the corsages is very popular in our area. We also do a lot of flower rings arm bracelets for the girls. On the way out I would  have to say just your plain old basic corsages with a few sweet heart roses and pretty ribbon on an elastic band. 

In the next few months many orders will be placed  for Homecoming, Winter Formals and  of course, Prom.  Many times they are placed by customers who have never been inside a flower shop before, much less order a corsage or boutonniere… What do you think is a common  misconception  these customers have about their floral piece and/or their florist?  

 A lot of times people just don't realize there is so much thought and time put into the corsages. It's better to come in and bring a swatch of the dress color so we can match it or coordinate the corsage with the dress since most girls want more than just a plain red or white corsage.

How about a common misconception  florists have about these new customers?

 I think sometimes we forget that most of the kids at prom have never being in a flower shop before and it is our opportunity to teach about the beauty of flowers. 

Favorite flower  variety or new product you’re obsessed with right now? 

  It's not a new flower but I truly love the cymbidium orchid. I think it is beautiful in corsage work and it comes in a variety of colors.

If you were asked to provide a floral accessory to be worn  on the red carpet, what would it be? (and who would wear it?) 

 I would probably do a cuff bouquet with lily grass trailing down and yellow cymbidium orchids with hanging amaranths. Melissa McCarthy because she is so much fun 

(kinda like me) 

Final thoughts for our readers? 

Always enjoy the beauty of flowers and the smile they bring to your face. 

Tricia Upshaw

Shirley's Flowers
 128 North 13th St
Rogers, AR 72756
Phone: 479.636.0118 / 800.624.7225

Many Thanks to Tricia for sharing her story and her beautiful work with us - as always, if you have a question for Tricia or just want to
say hello, please leave a comment below

Designer Spotlight: Dov E. Kupfer AIFD CFD

Dov E. is a native El Pasoan. Born and raised in El Paso, Texas, he attended Mesita Elementary, El Paso High School, and the University of Texas at El Paso where he received a Bachelors degree in Art Education with Teacher Certification.

Dov E. has been in the floral industry for over 35 years. The first eighteen and a half  years at Kern Place Florist as head designer and manager and the last 17 years as a freelance designer of his own business, Designs by Dov E.

Dov E. is known as an award winning international designer. He has done design shows in several cities in Texas and New Mexico, as well as in Mexico City, Guadalajara, Chihuahua and Monterey Mexico. Among his awards are the WestTexas New Mexico Silver Cup, the Texas State Florists Assoc. Texas Cup in 1999, first runner up in the regional Southern Retail "Designer of the Year" Competition and the national Sylvia Cup Competition and the winner of the WTNM 2006 Jerry Dorsey Memorial Scholarship competition. He is newly certified by AIFD as an Evaluator/Judge for floral design.

Dov E. is a member of the WesTexas New Mexico Florists Assoc., Texas State Florists Assoc., and the prestigious American Institute of Floral Designers. He is the former instructor for the Professional Floral Design classes at El Paso Community College and has also taught design classes at UTEP. Dov E. has done several design shows, floral workshops and seminars, and has assisted many well known designers with their programs and classes..

Dov E.'s knowledge of all aspects of the floral design industry have garnered him much recognition in El Paso as well as in the local, regional and national floral communities. His design style is unique and innovative, with a signature that says it is a Designs by Dov E. creation.
 

How did you get into the floral industry  (what were you doing prior)? Was there a defining point along the way that shaped you as a designer? 

It was actually a fluke. I had never done flowers professionally. I did help my mother with stuff for the Jewish women's organizations she was in. She told me to go and ask for a job in a local flower shop that had been recently purchased by a Jewish man. I went, but they weren't hiring at that time. He told me I could come in after class and observe if I wanted to. I took him up on that and would occasionally go in and watch after my classes at the university.  A few months passed and the holidays were coming. He offered me a part time job after school. That's how it began. I was trained in the shop and outside workshops and classes. I was part time for 5 years until I graduated and became full time shop manager after. I was in the shop for 18 1/2 years till things fizzled. Set out on my own after that and Designs by Dov E. was born. 

 

What has been the best advice you've been given?

Be Yourself! Do what you know how to do best! Do not compromise your design style or design skills! Follow your dream and make it a reality!

What advice would you give to someone looking at the floral industry as a career choice?  

It is a career you have to be passionate about. Not always the best income, but it gives you the best gratification possible! It's not a hobby turned career profession. If you want this as a career, make sure you keep up with trends and the industry in general. It is an ever changing profession.

Tell us about your design process. Do you visualize a concept first, or does the concept come together as you work on it? 

Actually both. I can visualize something in my head. I will sketch it to see something visual. When working on designs, I will use the sketch as a guide, but it may also change in the process. Also, I can be given a challenge and design on the spot. Years of study and design principle knowledge come into play when this happens!

How do you recharge creatively?  What is your  ‘go-to’ place or source of inspiration outside the floral world?

I recharge by attending Floral events. AIFD Symposiums, State and regional conventions and workshops when possible. Inspiration happens all the time. Looking in store windows, taking a walk, or even dreaming.

How has your work evolved since you began in the industry? 

I began as a simple copy designer, designing from pictures or examples, As I progressed in my career, I began to do my own designs and became a designer. Now, I do my own designs with my own style and have become a freelance floral artist. From simple bud vase and roundy moundy designs to stage and education programs and workshops. 38 years of evolution.

What new corsage trends do you see emerging  in your area, and which ones are on the way out ?

The new designs include lots of bling and fun accenting and lots of color. We are lucky to have such companies as Oasis and Fitz and all the ribbon companies that provide us with wonderful new products to incorporate into today's designs.

 Gone are the days of the simple rose or carnation corsages or boutonnieres.  

In the next few months many orders will be placed  for Homecoming, Winter Formals and  of course, Prom.  Many times they are placed by customers who have never been inside a flower shop before, much less order a corsage or boutonniere…

What do you think is a common  misconception  these customers have about their floral piece and/or their florist?

One would be that corsages and other body flowers are available on the spot (that they can just walk in and pick one up). Another would be as you said, they have no idea, They don't know that it takes time to create them. A big misconception is that they are smaller than arrangements, so they should cost less. They have no idea how much time and effort and creativity goes into designing those body flowers.   

How about a common misconception  florists have about these new customers?

They don't know what they want. They aren't aware of all the new looks and styles that are available. They are not up to date with the times. 
Believe me, I have customers who know more than some florists I know!

Favorite flower  variety or new product you're obsessed with right now?

I love all the new wire that has come out in the market. Oasis is the leader in this. Also all the rhinestone and bling accessories from Fitz. They make my designs special!

If you were asked to provide a floral accessory to be worn  on the red carpet, what would it be? (and who would wear it?)

Wow! That's a hard one. My over the shoulder or full lapel designs are my favs.  Who would wear it!. Cher, Madonna or Lady GaGa. Imagine what they would look like! 

Final thoughts for our readers?

Be passionate about design. Learn everything you can about design and be on top of the latest looks and trends. Be a trendsetter...not a follower!!!

Dov E. Kupfer AIFD CFD
Designs by Dov E. 
Find him on Facebook!

Thanks so much to Dov for this great interview!
If you have any questions for him or just want to
say hello, please comment below 

Designer Spotlight - Alan Masters AIFD CFD

 

 Alan Masters AIFD CFD,  is from LaPorte Texas, he is married and has two children. A 31 year veteran in the industry, Alan is the 2015 Houston Cup winner has placed 2nd at Texas cup twice and 2nd at the Houston Rodeo cup once. Alan has presented on several occasions to floral groups and garden clubs and loves inspiring others. He was inducted into AIFD in July 2015.

 

 

How did you get into the floral industry  (what were you doing prior)? Was there a defining point along the way that shaped you as a designer?

I started 31 years ago when a shop owner I went to church with asked if I wanted a job.  We worked on the flower committee together and she saw me rearranging one of our permanents, realized a possible talent and took a chance on me. My defining moment was in 2008 when I joined the staff at Compton's Florist. My boss is a tireless promoter of education in our industry ( I must mention that I thought, at that time, that education was useless and that I didn't need to learn any more about design.). She encouraged me to go to a design program, which, in the matter of about an hour and a half completely changed my mind about education. I HAD to have more. I don't think I have missed but maybe 2 programs in our area since then. 

What has been the best advice you’ve been given?

Keep everything you do clean, clean, clean. Speaking of mechanics of course.  One of the major things that separates us as professional floral artists from the crafters and DIYers, is our mechanics, a customer should be able to turn our corsages and boutonnieres over and it look as good (clean and finished) on the back as it does on the front.

What advice would you give to someone looking at the floral industry as a career choice?

Jump in with both feet and go for it.  A career in the floral world is one of the most rewarding choices you will ever make. Get as much "good" education as you can, starting with the basics and building on that foundation. We are creating smiles with every design we send out the doors, but the joy that we get in seeing those smiles is priceless.

Tell us about your design process. Do you visualize a concept first, or does the concept come together as
You work on it.?

I start with a general concept in my mind, but for the most part, it comes together as I work on it.  It sounds a little like the cray cray wagon may come  get me, but I listen (pay attention to) the flowers, they will tell me where they want to go.

How do you recharge creatively?  What is your  ‘go-to’ place or source of inspiration outside the floral world?

I surround myself with awesome designers, and attend every design program and educational experience I can.  I also compete every chance I get in design competitions, believe it or not, it challenges your creativity and I find that refreshing.  As far as outside influence and inspiration, I love music, the creativity in music is staggering to me.  I can close my eyes and listen and it takes me to a quiet place that allows me to relax and absorb, if you will, new inspiration.  I love nature as well. How can you not walk down a garden path or along a lazy stream or through a wooded forest and not be inspired to create.

 

 How has your work evolved since you began in the industry?

I have grown tremendously in 31 years in my design style.  I started as what I like to call a posy poker.  I could put flowers in a vase and make them look pretty good and even sell them and people like them.  I have through the years, evolved into a floral artist, having learned the principles and elements of design and employing them has moved my work from looking pretty good to well thought out and orchestrated.  As artists, we are continually growing and evolving, I have a long way to go, but wow, what a journey it is. 

What new corsage trends do you see emerging  in your area, and which ones are on the way out ?

We are still seeing wrist corsages as the norm in our area.  We have seen over the past few years a growing interest in more and more keepsake bracelets (We use Fitz jewelry and bling) to attach the flowers to.  Wire work is very very popular for us as well. Silver is on its way out and Gold is coming back. Nude colored dresses have been a huge trend and it's looking to be a big color again this year. .

 

In the next few months many orders will be placed  for Homecoming, Winter Formals and  of course, Prom.  Many times they are placed by customers who have never been inside a flower shop before, much less order a corsage or boutonniere… 

What do you think is a common  misconception  these customers have about their floral piece and/or their florist?

Most consumers feel that they can get the same corsage or boutonniere anywhere or just make it themselves. All corsages look the same anyway, right? 

 No no, a thousand times no!

  The average girl spends over $1000.00 for prom, on hair, makeup, nails and dress. More if they are paying part of the transportation and dinner.  If you are going to spend that much money on everything else, why cheapen it with the  wrong or badly constructed corsage or boutonniere?

How about a common misconception  florists have about these new customers?

I think some florists think they just have to open their doors and new customers will just come in waving money while waiting to be told what they want or need.  That could not be further from them truth. It is our job to educate them about quality floral art and why they should care about the design style of their corsages.  One thing I do, is wear a boutonniere to church every Sunday, it is always something different and creative and has caused quite a stir. We have gained several new customers as a result. Participate in your schools fashion show, donate corsages and boutonnieres for the kids to wear. Make them different and show your style. Show them something they have never seen before.  

 

Favorite flower  variety or new product you’re obsessed with right now?

I love orchids, any variety but especially Lady Slipper (Paphiopedillum) and I am obsessed with bling.  Anything shiny and sparkly, I love it.

 

 

If you were asked to provide a floral accessory to be worn  on the red carpet, what would it be?

 (and who would wear it?)

I would create a really cool, funky and edgy boutonniere and put it on the lapel of Eddie Redmayne or Ian McLellan or a musician like Bruno Mars or Ed Sheeran. 

 

Final thoughts for our readers?

 Shopping for a corsage or boutonniere? Make sure you do your homework and find the best in your town.  Be the one that stands out at your prom as the girl/guy that has the coolest flowers.

  Florists: Learn everything you can about design. Pursue excellence with a passion and be the best in your area.    You can follow me on facebook, pinterest or Instagram, just search my name and follow away. Every Sunday I post my boutonniere for the day and I would love to share some inspiration with all of you.

 

 

Alan Masters AIFD CFD

Compton's Florist

1031 S Broadway St.

La Porte, Texas

 www.comptonsflorist.com

 

 

Many Thanks to Alan for taking time to be a part of the 

Designer Spotlight series! If you have a question or just want to say hello, please leave a comment below.